The Township revised its master plan and rezoned large areas of western Franklin Township to provide for new residential development. Over a period of three to five years, more than 4,000 new homes were created with a population boom of approximately 8,000 new residents. "Once the population settled in, it became clear that the community was in need of retail services," Fioretti adds.

Recognizing the potential of the master plan to transform the area, Hittman and architect John Kerekes, of McCarthy & Kerekes, took the time to forge a relationship with Frank Hasner, the township's director of economic development. Hasner pointed out that shoppers were driving significant distances to accomplish their food shopping needs, and the area was in dire need of retail services. Crossroads worked with the township, which modified its master plan to create a retail-overlay district. This paved the way for the Nov. 2007 opening of the new Village ShopRite, which is in close proximity to the newly created residential communities.

With an eye on bringing additional services to the community to complement the free-standing supermarket, Crossroads identified a six-acre site across from the ShopRite. Located at the intersection of Elizabeth Avenue and New Brunswick Road, the former chicken farm had been approved for a self-storage facility. Concurrently Crossroads worked with Township officials to permit additional retail uses.

The Township agreed to vacate a portion of the road between the supermarket and vacant parcel, so that Crossroads could align drive aisles, as well as access between the respective properties. This created a user-friendly, unified shopping environment with ease of access between properties. The developer and Township also agreed to realign adjoining roads, which resulted in a reduction of traffic for the surrounding residential communities. In addition, the township changed its bulk parking requirements, so that parking requirements were based on the combined 15-acre parcel; rather than treating the development as two separate development projects. They had the vision to see a single, cohesive neighborhood shopping center.

"Taking underutilized sites and turning them into productive properties, which generate needed ratables and neighborhood services, is reflective of the collaboration needed between a township and developer," says Hittman. "Smart growth opportunities exist throughout New Jersey, but given scarcity of land and regulatory challenges, they can only be achieved when far-sighted public officials and private developers share a common goal and vision."